Country Profile
China Country Report

The China country report provides a strong understanding of the purchasing habits of young customers in China along with brand trends, so that successful marketing campaigns can be drawn up. This report focuses on the behaviours, preferences, usage and loyalty towards entertainment brands from younger customers in China, using consumer research and market analysis to do so.

The following report considers geography, data collection techniques and fieldwork to produce accurate and relevant data.

China holds the largest population in the world of approximately 1,386 billion, and is run as a unitary one party socialist republic. In this vast population, 17.22% are between the ages of 0-14, with 128,270,371 males and 110,120,535 females (indexmundi.com 08/02/20) which brings the median age in China to 37.7.

The average household occupancy in China is 3.1 (arcgis.com 08/02/20). These households’ purchasing power has been increasing for years, with a 6.5% pay rise in 2018, equating to 4,164 USD per person per year. This can be seen again in 2019, with a rise of 4,461 USD per person per year.

Brand Awareness

People between the ages of 0-14 in China are becoming more familiar with specific qualities or images associated with a brand, recognising an average of 156 different brands.This number demonstrates a major increased recognition rate of 12% since April 2017.

Top 30 Favorite Entertainment Brands

- Kids 0-14 China –
October 2019 – Unaided mentions

Boys’ favorite brands in China

From the data collected following our research, it is clear that Lego, Transformers and Boonies stand out significantly to boys in China, as they correctly associated their company’s product or service with their logo or brand image. For boys aged 0 to 6, Boonies was the clear favorite, whereas among boys aged from 7 to 9 Transformers seemed to stand out. In the age category 10 – 14, however, Marvel also joins these top 3 favourites. When considering the data collected between the ages of 6-14, Lego and Transformers are the favorites.

Of these top brands, Boonie Bears and Lego were most spontaneously mentioned by boys aged across this age group and Lego is consistently popular and desired across all age groups of both genders. In terms of popularity growth, Paw Patrol has come out top among boys between 0 and 14, however, Peppa Pig, Lego and Avengers remain the best loved brands. The brands with the highest ownership rates are Lego, Boonie Bears and Doraemon, with the strongest growth in ownership seen in Mickey Mouse.

Girls’ favorite brands in China

From the data collected following our research, it is clear that Lego, Transformers and Boonies stand out significantly to boys in China, as they correctly associated their company’s product or service with their logo or brand image. For boys aged 0 to 6, Boonies was the clear favorite, whereas among boys aged from 7 to 9 Transformers seemed to stand out. In the age category 10 – 14, however, Marvel also joins these top 3 favourites. When considering the data collected between the ages of 6-14, Lego and Transformers are the favorites.

Of these top brands, Boonie Bears and Lego were most spontaneously mentioned by boys aged across this age group and Lego is consistently popular and desired across all age groups of both genders. In terms of popularity growth, Paw Patrol has come out top among boys between 0 and 14, however, Peppa Pig, Lego and Avengers remain the best loved brands. The brands with the highest ownership rates are Lego, Boonie Bears and Doraemon, with the strongest growth in ownership seen in Mickey Mouse.

Popular streaming sources in China

The most popular source for watching video content used by both boys and girls aged 0 – 14 years is IQqiyi (Baidu)

streaming sources for video content in China

China’s General Trends: what we see

So, we have established that there has been a significant growth in brand recognition alongside an increase in spending power in the average chinese household. This increase includes a range of brands, at different levels depending on both age group and gender, which leads us to the conclusion that there is a demand for an increase in gender targeted brands. Among boys between the ages of 0-14, 24 brands led by Iron Man show potential for huge demand, with Winnie the Pooh and Friends showing the strongest licensing potential. This is because boys would consider these brands in a number of different product categories. On the other hand, Peppa Pig is losing market presence and has seen a consumer demand gap of -8%.

For girls aged 0 – 14, 25 brands show potential for untapped demand, led by Big Head Son and Little Head Dad, with Sunny Day presenting the strongest licensing potential, as the whole age group would consider the brand in multiple product categories. Spongebob Squarepants on the other hand is losing market presence with a consumer demand gap of -6%.

Population 2019
Births (2019) 14.6 million
0-14 Population 230 million
0-14 in % Total Population 17.2%

Source: Istat / Census Bureau

Brands October 2019
Nb Entertainment brands
kids 0-14 know in average
156 brands
Top 5 most favorite 32%
Top 20 most favorite 83%

Source: BrandTrends Research, by Kidz Global

All different brands mentioned at least twice (x2) on the period

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Kids' Entertainment Brands

To help you stay ahead of the curve, BrandTrends has put together the list of the most favorite kids’ Entertainment brands – April 2020.